LinkedIn is the number one social networking platform for professionals. It allows you to meet and interact with top professionals in their fields, especially with people you might never get the opportunity to otherwise meet. Because LinkedIn consists of professionals, and is often used for personal/professional branding, it’s important to have a thorough understanding of how best to use this platform. After all, you don’t want to come across as being unprofessional to peers in your industry. In this blog post, we answer some of the most frequently asked questions about LinkedIn.

Should You Write Your Description in the First Person or Third Person?

The decision on this is really up to you. Writing in the first person can present your profile as likeable and relatable. If that’s what your personal brand represents, then you should write in the first person. On the other hand, writing in the third person is a great way to communicate professionalism.

One thing to remember is to reduce repetitions. So, for example, saying “Jane” ten times in your description can send the wrong message. The same thing applies to using “I” over and over again.

How Much Should You Include in Your Description

LinkedIn Description Length

The major aim of a LinkedIn profile is to increase your reach and connect with other professionals. It’s also a great place to find jobs and recruit in your industry. As a result, you should include as much relevant information as possible. Consider how the information you include factors into your goals.

If you’re seeking employment, you should add your relevant work experience and highlight your achievements and promotions. Depending on what’s relevant, you may include or exclude your work experience in other unrelated fields. However, keep in mind that your LinkedIn profile should represent an overall summary of your professional career. You can tailor the specific information to your current goals.

What’s the Best Way to Connect With New People?

When attempting to connect with someone, it’s always better to include a personal message with your invitation. You can use the message to relate why you’re interested in connecting, and how, if at all, you know each other.

If you personally know the person you want to connect with, you can find them by using LinkedIn’s search feature. Another way to find people, especially in a particular niche, is to join LinkedIn groups. You can increase the chances that people will accept your invitation by liking and commenting on their updates. Interacting on a group level also helps.

Interacting on a group level also helps. LinkedIn Groups provides many benefits when it comes to interacting with other people who share your interests. Whether you own a LinkedIn Group or are only a member, you get the opportunity to introduce yourself to new people with no strings attached. People will get to know how much authority and personality you have in your group interactions, and there is a good chance you will establish new connections without having to struggle. Having an active LinkedIn Group allows your company’s reach can expand. It also helps you attract a target audience of industry professionals and develop genuine relationships with them.

What is the Best Way to Approach a Recruiter on LinkedIn?

To approach a recruiter on LinkedIn, you can begin by sending a request to connect. As with other connections, you should include a message in the request. You can then proceed by sending the recruiter your resume. Because most submitted resumes get a response like “I’ll keep your resume on file,” your efforts should focus on more than just submitting your resume. You should make a point to stay in touch with the recruiter.

The idea is to stay in touch, not to pester them. You can share a link to a great article every once in a while, with a simple note. Recruiters get several requests, and so, going the extra mile and keeping open communications with them may be what you need to get an edge.

How Often Should You Post LinkedIn Updates?

How often you post updates on your LinkedIn profile is completely up to you. However, you have to remember that the goal of your updates is to provide valuable content for your followers. The two factors you should consider when deciding how frequently to post is how much content you actually have to share and how much content is appropriate for profiles in your niche.

There are LinkedIn profiles that post several times daily, because they have the followership, and their followers expect the updates. They also have a team that builds its content. If you have a smaller team, or if it’s just you, then you may want to consider posting just once a day, or a couple of times a week. The amount of quality content you can consistently create should be your ultimate guidance.

How often to post updates

How Often Should You Update Your Company Profile Image?

You need to make sure that your profile picture is high quality, and that it represents your company. Once you have that setup, your followers are going to become familiar with it. Therefore, changing it frequently is a bad idea because it communicates inconsistency. However, you can update your picture when you have special events like campaigns and products launches. It can help boost awareness.

When Are Sponsored Updates a Good Idea?

When you share content from your company page, your followers can see it on their feed. However, with sponsored content, your company can reach people who aren’t currently following it. Sponsoring content is great when you want to reach a lot of people, especially those outside your current followership. Additionally, you can streamline your focus to people by location, profession, and so on.

How Do You Use Sponsored Content?

When you create an advertising campaign on LinkedIn, there will be a compilation of ad formats made available. This is better known as Sponsored Content. This compilation of formats include single image ads, carousel image ads, single job ads, event ads, and video ads. Sponsored Content will appear in the LinkedIn feed of your target audience on both desktop and mobile devices. You can also display single image and video ads via the LinkedIn Audience Network.

To start using sponsored content, you first open your Campaign Manager dashboard and create a new LinkedIn campaign. Choose the campaign objective you want to achieve and define your target audience. For example, if you chose Website Visits as your campaign objective and want to promote a social media marketing exhibition event, the audience attributes of LinkedIn will break down the interests and traits, company, and job experience categories.

In the Audience section, go to the question “Who Is Your Target Audience?” and choose Audience Attributes. Next, select Job Experience and Member Skills. A search box will then appear so you can find LinkedIn member skills to target. In this case, keep your search centered around the keyword “Social Media” when looking for members.

After selecting the sponsored ad type, you can then set a daily budget that you can work with. This can be done in the Budget and Schedule section. You can make your budget as low as $10 per day. You can run your campaign continuously from a start date, or you can designate an end date.

Will the People You Connect With Automatically Follow Your Company Page?

Even though you can connect your profile to your company profile, they are still two separate profiles. What this means is that when you make connections, those connections are only for your profile; they don’t automatically follow your company page. They must click follow from your company page to be able to receive those updates.

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What Are the Best Ways to Get More Follows for Your Company?

There are a couple ways you can get more follows for your company page. But the most important thing to remember will always be great content. Even if you get new followers and don’t post good content, you will lose them over time. That been said, you can increase the followers of your company profile by adding a follow button to your website.

Adding a follow button will help direct relevant traffic to your page. You can also add buttons to your blog posts and emails. Consider including clear call-to-action buttons to prompt your readers to find you on LinkedIn.

Should Your Company Automate Its Outreach?

Performing manual outreach to create more relevant connections for your business on LinkedIn can sometimes be a daunting challenge. Consider how much time you will spend while manually establishing connections. If your business is in need of quick growth, automating your outreach could be the way to go. The initial stages of creating more connections is made easy thanks to tools like Dux-Soup LinkedIn Automation. Using this tool is one of many ways to increase engagement and there are many case studies that indicate its effectiveness in helping a company drive sales. In the case of White Rabbit Intel. Its engagement on LinkedIn increased by 250% and its lead generation results on LinkedIn increased by an amazing 3000% using Dux-Soup.

How Do You Maximize Engagement on LinkedIn?

A marketing strategy on LinkedIn can only be successful if you keep your target audience engaged with your updates. An audience can be easily persuaded to pay attention to your business if you provide updates in the form of images and videos. According to data gathered by LinkedIn, videos are five times more likely to start a conversation, and images can lead to a comment rate two times higher.

LinkedIn prioritizes their native videos over links that come from different platforms. However, you can utilize this tool by directly uploading videos to the platform instead of sharing YouTube links, for example. It is recommended that you keep your videos on LinkedIn short in length, ranging from one to two minutes with proper subtitles included. It is also recommended to make the videos authentic and clearly show the vision of your brand in a message that can be understood.

What Are the Different LinkedIn Memberships All About?

There are several kinds of membership plans on LinkedIn. There’s Premium Career, Premium Business, Sales Navigator and Recruiter Lite. Each membership option can be a good fit, depending on your budget and goals. With premium career, you get three InMail messages per month, a broader network, and can see details on how many people viewed your profile.

The remaining memberships incorporate these benefits, with some additional features. Premium Business gives you additional business information and unlimited people searches. With Sales Navigator Pro, you can use advanced search filters and several other sales tools. Recruiter Lite offers tools that can help you with your recruitment, including guided search smart suggestions and projects.

If you want more control over your LinkedIn account beyond what the free profile gives, Basic Premium is probably a good fit for you. Higher level plans, like Premium Business and Sales Navigator, gives you access to more information and resources. Recruiter Lite is best if you’re looking to recruit for your company or a project.

How Much Will it Cost to Advertise on LinkedIn?

If you are thinking about launching an advertisement campaign as the head of a company, then there is a process you will have to go through. When launching your campaign, you will place a bid for advertising space. Ad auctions are the bread and butter of acquiring advertising space since this is where LinkedIn ads are sold. You will compete against other advertisers who are attempting to reach the same target audience as you are. The required cost it will take to win an ad auction depends both on the bid itself and your target audience’s desirability. LinkedIn lets you choose your own ad pricing based on your campaign’s objective. Is your campaign about brand awareness, engagement, or website conversions? Those are three different categories of campaign objectives outlined in this chart, made by LinkedIn.

How Do You Control the Ads that Are Given to You?

LinkedIn will show everyone all sorts of different ads in the beginning. All you need to do is to adjust your ads settings on your LinkedIn account so that LinkedIn can start showing you more ads that are relevant to your business interests. Any changes that you make to your settings can take up to 48 hours.  LinkedIn will provide ads tailored to your interests using the data that you give LinkedIn, which includes your job title, general location, industry and career interests. Anytime you interact on LinkedIn, such as reading articles and following influencers and companies, you create data that LinkedIn can use to determine which types of ads that are presented to you.


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How Does LinkedIn’s Bidding System Work?

Advertising space on LinkedIn is often limited, which is why ads have to compete in auctions via a structured bidding system. When you make a big for ad space, you are telling LinkedIn how much you are willing to spend for specific actions like clicks and views. LinkedIn’s advertising platform is called the Campaign Manager, and it lets you choose what type of bid you will submit and how much your bid will be. You have three options in the bid type, which is called the Bidding Strategy. The Maximum Delivery bid type is automated, which means LinkedIn will do the bidding for you. Also automated is the Target Cost bid type aims to give you the best possible results while you stay close to your cost goal. Manual Bidding is the type where you have complete control of the bidding.

Quality Score for PPC AdvertisingWhat Does the Campaign Quality Score Mean?

If you are running an advertisement campaign for your company on LinkedIn, relevancy scores for ads will become an important factor to consider. A flexible and transparent proxy that serves as a guide for advertisers, the Campaign Quality Score is a metric that relies on the Predicted Click-Through Rate of an ad you promote. This rate is compared to competitors across all ad auctions in which your ad participates in. The CQS will rate your ad on a scale from one to ten, with ten being the best. These scores are calculated on a daily basis for active campaigns in Sponsored Content.

How Do You Find Spam on a LinkedIn Profile?

LinkedIn is a great platform for professional marketing, but much like other social media platforms it has a common pitfall that is easy for members to find themselves trapped in. That pitfall is a practice called “phishing”, which gives criminals information about companies and target audiences. Unfortunately, criminals will phish on LinkedIn for a variety of reasons, including the lack of a verified status, the trust that people have for LinkedIn, and the data that is present on LinkedIn is seen as a useful tool.

As a result of phishing, malicious email messages are sent to unaware individuals who assume that they are receiving messages from LinkedIn. These spam messages often contain offers that require people to either spend or donate money to a fictitious organization, or submit personal information on a survey after clicking a link. Phishing often leads to an individual’s computer getting infected with data theft malware.

When checking a LinkedIn profile, watch for common names to appear, such as Bob Johnson. Many people have the name Bob Johnson, which can serve as an easy cover. Conduct an image search on their profile picture to see if it is authentic. If you find an exact copy of an image that you find in a Google Image search, then that is a red flag. Also check to see if the company the person in the profile claims to work for is real or not. Real companies are registered with their local and national governments. If you can’t find this kind of verification, then you are probably dealing with a fake company.

Still Have LinkedIn Questions?

If you still have questions about using LinkedIn, let us know! We’re happy to help. And if you need assistance with your digital marketing, let us know by filling out the contact form below.


Joshua Lyons Marketing, LLC was established in 2015. Since that time we have provided digital marketing services to business and professionals. We help our clients increase their online exposure as a means to increase sales and revenue. Our core services include search engine optimization (SEO), website development and content creation. We also provide other online marketing services, such as email marketing, marketing consultations and various types of advertising. Our team is based in the Milton, Pace and Pensacola, Florida area. However, we work with clients throughout the United States. Read More



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